Alabama Tourism Department

Taking an Alabama Road Trip

It wasn’t so long ago that Alabama was known as a “drive-thru” state rather than a “drive to” state. But with an innovative multichannel campaign and a 1953 baby blue Cadillac, we were able to change that forever. The Alabama Road Trips campaign not only won numerous industry awards, but it also helped tourism revenue jump by 37% over a three-year period. And overall, Luckie’s partnership with the Alabama Tourism Department helped grow the economic impact of state tourism from $4 billion to over $11 billion with innovative ideas and a little Southern pride.